How Mr iSelect became the unlikely hero of health insurance

This case study explains how iSelect, an insurance comparison platform in Australia, broke into the private health insurance (PHI) market by positioning itself as an expert and ally for people seeking insurance.

How Mr iSelect became the unlikely hero of health insurance

Campaign details

Agency: AJF PartnershipAdvertiser: iSelectAuthor: Lucy Cochran and James SheardTotal campaign expenditure: $40 million and over

Strategic communications challenge

A different way to buy Private Health Insurance

iSelect was a small brand who pioneered the insurance comparison site market in Australia. Privately owned, they embarked on the task to educate Australians on the benefits of purchasing insurance through an independent third party. They had big ambitions to go from a small challenger brand to a major player and identified private health insurance...

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